Agency partner Fitzco helped them tell this story in a new :30 spot that recently broke and runs nationally. The spot depicts the Island of No, a place where naysayers who don’t believe or support innovation are exiled to. 

We then see Southern Company employees and clients discussing Innovative ideas like smart neighbourhoods, hospitals that don’t lose power and environmentally unrivalled sports stadium. And we see how one naysayer finds her place on the island.

“Every great idea in history has been met with people saying no,” said Fitzco ECD and writer Mitch Bennett. “Then the moment the idea becomes reality, those people are instantly gone. We wondered, where do they go?”

The spot was directed by Matt Devine of Biscuit Filmworks and edited by Kim Bica at Arcade. It’s part of Southern Company’s new campaign, “Building the Future of Energy,” which includes OOH, digital and print.